# Color-Conscious Branding This La Tomatina Campaign Will Paint the Town Red By Amelia Roblin | Published 2011-07-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/la-tomatina-campaign References: [packagingoftheworld](http://www.packagingoftheworld.com/2011/07/la-tomatina.html) & [chriscavill](http://www.chriscavill.com/#1174096/La-Tomatina-Festival-Logo-Branding) For the most part, tomatoes are grown and sold for the purpose of eating, but this La Tomatina campaign reminds consumers that once a year, the juicy red fruit is meant to be thrown. For almost seventy years, Bunol, Spain, has been rendered red by a city-scale food fight starring the ripe rouge food. Recently, UK graphic designer Chris Cavill took on the task of publicizing this event with a number of [clever marketing tactics](https://www.trendhunter.com/trends/taste-our-world) that rethink the conventional image of a tomato. It begins with the [tin can packaging](https://www.trendhunter.com/trends/red-gold-from-europe), which is labeled with a 'Spanish Red' color swatch foreshadowing the eventual state of the urban landscape. This La Tomatina campaign also incorporates cars, street front vestibules and floor tiles with faux [tomato spatters](https://www.trendhunter.com/trends/dish-pics) in anticipation of the occasion. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 93% | Activity: 96% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Colorful Branding:** Creating unique, colorful branding campaigns that stand out from the competition. - **Event-focused Marketing:** Designing marketing tactics that cater to specific events and holidays to capitalize on consumer interest. - **Alternate Product Use Awareness:** Reminding consumers of alternative uses or purposes for products to increase brand awareness and generate buzz. ### Who This Affects Most - **Food and Beverage:** Incorporating unique packaging and marketing tactics to promote food and beverage events or products. - **Tourism and Travel:** Designing event-focused marketing campaigns to promote tourism and travel to specific destinations. - **Advertising and Branding:** Creating disruptive and eye-catching branding campaigns that push the boundaries of traditional advertising. ## Related on Trend Hunter - [Playful Tomato Athletes](https://www.trendhunter.com/trends/national-games-campaign.md) - [Festive Tomato Packaging](https://www.trendhunter.com/trends/da-de-muertos-seasonal-medley.md) - [Immersive Tomato Dining](https://www.trendhunter.com/trends/mutti-immersive-dining-experience.md) - [Tomato-Themed Dining Experiences](https://www.trendhunter.com/trends/immersive-dining-experience.md) - [Sensory Dining Experiences](https://www.trendhunter.com/trends/sensory-dining-experience.md) - [Convenient Cherry Tomato Boxes](https://www.trendhunter.com/trends/special-edition-cherry-tomato.md) - [Vibrant Spanish Meat Packaging](https://www.trendhunter.com/trends/onmi-design.md) - [Food-Inspired Brand Imagery](https://www.trendhunter.com/trends/cooking-clases-barcelona-venue.md) - [Fruit Waste Ink Posters](https://www.trendhunter.com/trends/fruit-waste-ink.md)